Creating Shared Value
Creating Shared Value
Juhayna has been on a journey to transform the way it operates, aiming to go beyond delivering profitability but to give back to the society in which we live and work. We recognize that in order to grow, we must align our strategies with sustainable environmental, social, and governance frameworks.
At Juhayna, we do this by creating shared value (CSV); a principle that lives within the core of our business model and which we have embedded throughout our operations. It is the amalgamation of our corporate and social strategies to better the quality of life for all stakeholders in our value chain. CSV takes corporate social responsibility (CSR) one step further; it’s about seeking new business opportunities that have a material impact on markets, the environment, and people. CSV generates economic value in a way that also produces value for society, integrating sustainable development into our long-term corporate strategy.
Our Purpose and Our Values
Bringing about meaningful change is at the heart of Juhayna’s CSV strategy. We work to build a thriving community and drive sustainable development while remaining steadfast in our commitment to enhance Egyptians’ quality of life and contribute to building better futures for those in need.
As one of Egypt’s leading food manufacturers, we modeled our CSV strategy around the United Nations 2030 Agenda for Sustainable Development, and in doing so began working to achieve the 17 Sustainable Development Goals (SDGs). We also joined the United Nations Global Compact (UNGC) initiative, implementing global sustainability principles in our operations. Our CSV strategy is also in line with Egypt's homegrown economic, social, and environmental goals.
We began to shape our internal and external policies to create objectives that achieve a sustainable balance between our ambitious expansion strategy and active contribution to the development and advancement of the societies in which we operate.
Over the years, Juhayna has been an active participant in numerous community-building initiatives that have brought about meaningful change. Integrating the SDGs in our CSV approach has enabled us to identify the areas where we can create a positive impact – or at the very least, mitigate negative ones. Our five-pronged CSV approach addresses
areas where our business intersects most closely with our community and where we can create the most value:
- Health and Nutrition
- Sports and Youth
- Employment and Diversity
As a market leader in Egypt’s dairy and juice industry, Juhayna has worked diligently to bring healthy, premium-quality products to its customers. We have also undertaken several initiatives in line with our commitment to advance the Egyptian food manufacturing sector, with efforts aligning with three SDGs: “Decent Work and Economic Growth”, “Industry, Innovation and Infrastructure” and “Sustainable Cities and Communities”.
- Developing Egypt’s Dairy Farms
To create the healthiest and highest-quality dairy products while simultaneously boosting milk production, Juhayna launched a pioneering initiative aimed at small- and medium-sized dairy farms in Egypt. The project installs shelters and efficient cooling systems for dairy cows while also facilitating loan payments for these systems through the deduction of their value from the cost of the weekly milk purchases it makes from the farms.
- Innovation & Vocational Training
At the heart of our R&D initiatives is the establishment of our world-class innovation
center; a two-story, state-of-the-art facility that is the first of its kind in the MENA region. The innovation center has enabled us to localize our research methods by conducting in-house industrial and lab trials and focus groups that can be corroborated with research we collect from abroad. The innovation center will serve as a secure data storage warehouse equipped with aconsumer insight room, and eventually, a “Juhayna Technical Academy” training school.
Health & Nutrition
We are also committed to bolstering healthcare in the region as we continue to expand our footprint. We’ve collaborated with a number of key healthcare providers in Egypt to both aid those in need and raise awareness about health and nutritional issues. Our commitments support the third SDG: “Good Health and Well-being.
- Baheya Hospital
Since inception in 2015, the Baheya Hospital has been a flagship CSV project for Juhayna. The company has been the main sponsor of the hospital’s free-of-charge early detection and breast cancer treatment, with approximately EGP 20 million pledged in support. The sponsorship falls in line with the company’s “Cheering Egyptian Moms” platform, which aims to empower Egyptian women. The company held a number of seminars that raised awareness on breast cancer and the importance of early detection.
- “Sehetak fel elba deh” Campaign
Launched in collaboration with the Ministry of Health, the Chamber of Food Industries, the Faculty of Agriculture at Alexandria University, and Tetra Pak, the “Your Health Is in This Box” initiative aimed to inform customers about the safety of packaged dairy products while promoting healthy living and improving public health standards. The campaign was successful in shifting customer perceptions of loose milk and encouraged a switch to safer packaged products, with bottled milk consumption rising to 45% in 2017 from 18% in 2010 in the market.
- Fortified Food
As Egyptians become more health conscious, Juhayna has worked closely with nutritional specialists to develop a variety of fortified products. Through its extensive R&D programs, Juhayna has developed breakthrough solutions to fortify its dairy, juice, and cooking products, increasing their nutritional value while continuing to deliver on taste and quality.
At Juhayna, safeguarding the environment is key to our CSV agenda. We strive toward improved operational efficiency, responsible water stewardship, and the use of sustainable renewable resources, in clear compliance with goals 7 and 12 of the SDGs: “Affordable and Clean Energy” and “Responsible Consumption and Production”.
- Water waste Management
As one of the largest juice and beverage manufacturers in Egypt, Juhayna continues to
invest in its factories to comply with local regulations and efficiently manage its water dependency. In cooperation with TIA Germany, Juhayna purchased construction and operation equipment worth EGP 40 million in 2017 to effectively recycle factory wastewater and convert it to clean water. The equipment pumps more than 1 million liters of clean water per day, which in turn allows for the conservation of environmental resources.
- KarmSolar Station at Al-Enmaa Farm
The world’s leading companies are turning to renewable energy sources, and Juhayna is
proud to be among them. Since 2016, we began using solar energy to power the Al-Enmaa agricultural farm. We became the first Egyptian private company to partner with an Egyptian solar energy startup, KarmSolar, inaugurating the 1 MW solar station in Al-Enmaa farm in Al-Wahat-Al-Bahareyah. The station reduces emission of about 1.62 tons of CO2 per year and decreases our
dependency on diesel by about 600,000 liters annually, simultaneously lowering our operational costs as well as reducing our carbon footprint.
- Zero Waste Project
We work to reduce, reuse, and recycle at all our sites, with the goal of achieving zero
waste for disposal. In 2016, Juhayna sent out a team of specialists to collaborate with the Animal Production Research Institute as well as experts in the field of waste management and recycling to develop ways to recycle dairy and juice waste byproducts. Striving to secure a more sustainable supply of natural resources while reducing our environmental impact, Juhayna is now able to reuse its food waste effectively, be it as feed for livestock at the Mandisha farm or as fertilizer at the Al-Enmaa agricultural farm.
- MED TEST II Initiative
In 2017, Juhayna joined the United Nations Industrial Development Organization’s (UNIDO) MED TEST II initiative, which aims to encourage sustainable consumption and production patterns in the Mediterranean region. By participating in the MED TEST II project, Juhayna stands to benefit by learning about best practices in resource efficiency and integrated environmental management systems, to increase its productivity, grow its profit margin, and reduce its environmental impact.
Sports & Youth
At Juhayna, we believe that communities cannot thrive if they cannot empower their youth, which is why we are determined to help the next generation develop their skills and build a dynamic and resilient community. Partnering with sports organizations and international youth groups, Juhayna is in line to contribute to goal 3 of the SDGs: “Good Health and Well-being”.
- Sponsorship of Al-Ahli club
Juhayna is a firm believer in the power of sports to develop healthy future generations. Since 1998, it has maintained a successful partnership with Al-Ahly Football Club, a major football brand in the region and one of the largest in the world. The company became the first brand to introduce sports marketing to Egypt, printing its logo on the team’s jerseys. Building on this success, Juhayna and Al-Ahly’s partnership has continued to include socially responsible initiatives, such as its #JuhaynaSupportsBaheya campaign. Hailed as a success, the campaign collected EGP 19 million in donations for the Baheya Hospital – funding the free treatment of nearly 5,000 women – and raised awareness on the importance of early and periodic detection for breast cancer.
Since 2008, Juhayna has been an active supporter of ENACTUS, an international non-profit organization that promotes entrepreneurship and provides a platform for private and public university students to interact and collaborates with business and academic
leaders on community development projects. The sponsorship aims to herald in a new generation of entrepreneurs capable of understanding the needs of Egyptian society and contributing to its development.
Employment and Diversity
At Juhayna, our employees are the backbone of our organization, which is why we invest heavily in initiatives that promote their professional and personal growth and development. We are an equal opportunity employer, aligning with yet another SDG: “Gender Equality.”
- Protocol of Cooperation with the German Agency for International Cooperation (GIZ):
Juhayna signed a protocol of cooperation with the German Agency for International
Cooperation (GIZ), where the latter agreed to provide financial and advisory support to Juhayna over the course of two years in support of our efforts to achieve gender equality. The grant followed the company’s win in the " Diversity in the Workplace" competition, as Juhayna was the first company in the Egyptian food industry to implement the program. We aim to continue building a diverse workplace and providing equal opportunities for women's advancement by developing the skills and abilities of our female employees.
- Employee Rights:
Juhayna abides by both the UNGC and Egyptian legislation labor laws and rights. The company works to consider the rights of employees and to provide the appropriate work environment both within the company and in its factories, making sure to provide adequate social and health insurance, as well as training programs to develop employees’ skills.